Quotebank: Society

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Millennials live in a fluid world that requires an unprecedented mutability of mind and action, and plasticity of identity and disposition. Millennials expect to live their lives in constant transition.

This group is coming of age with an entirely new expectation: that every form of communication in their lives be instantaneous. And if they expect no less of friends and peers, they'll expect no less of brands.

The portrayal of the Indian woman has changed in the last decade. The emergence of a multi-tasking, educated super-homemaker, who puts her family on the path of progress, is quite a distance from the subservient housewife of earlier years.

Over 50% of India is under 30, and this statistic is becoming apparent in the average age of politicians, film stars and cricket heroes. Today's youth are a distinctly different generation and are driving change in the country.

The world is becoming more affluent. We are generating more and more money - so more spending will go on. In the west, we're opening our purses and moths are flying out - but we've got to remember that, in other markets, this is not an issue.

We've lost trust in institutions of all sorts - the church, the state, multinational companies - and taken refuge in other people: people trust each other more than they trust any form of advertising or marketing.

The super rich can afford any luxury branded product they desire. But what adds greatly to the desirability of that brand or product, is not being able to get it. Genuine rarity and unattainability has a particular appeal for this group.